Omnicom Media Group (OMG), Publicis Groupe, and dentsu lead Forrester’s media company Wave report, launched at this time.
The analysis agency evaluated 12 media businesses, each holding company-owned and independents, primarily based on three standards: capabilities, technique, and buyer suggestions. Companies have been then grouped into three classes primarily based on their rating: leaders, robust performers, and contenders.
OMG, Publicis Groupe, and dentsu got here out on high as leaders. In the meantime, GroupM, PMG, Tinuiti, IPG Mediabrands, and Horizon Media have been ranked as robust performers, whereas Stagwell, Wpromote, Havas Media Community, and DEPT have been contenders.
The media company Wave is renewed each 18 to 24 months. Its final model, launched in July 2022, additionally had OMG main the pack.
Jay Pattisall, vp and lead analyst at Forrester mentioned OMG scored highest this yr resulting from its tech technique, use of knowledge, integration of media and content material, and audience-first advertising and marketing.
Florian Adamski, OMG’s chief govt officer (CEO), mentioned the company community has been capable of preserve its chief designation by “by no means standing nonetheless.”
“For OMG, [being a leader] has meant creating a proposal on the intersection of digital transformation, related commerce, content material and creators, and empowering purchasers via a relentless pipeline of innovation and thought management,” he mentioned.
Scale and abilities
In keeping with Pattisall, the Wave is in the end about serving to executives discover the precise company for his or her wants. “The Wave shouldn’t be designed to label one of the best company,” he mentioned. “It’s designed in order that advertising and marketing executives can discover one of the best company for them.”
His large takeaway from this yr’s report is that the entire leaders characterize a mixture of scale and ability and are providing business fashions which can be pushed by “mutually useful reward.”
“One of the best suppliers are fascinated about how, sooner or later, outcomes-oriented remuneration versus a service price is far more aligned to their purchasers’ goals,” he mentioned.
